Branding and Customer Satisfaction : A Research about the Adidas Group

Competition among different brands has increased rapidly due to the many similar products available. Therefore, a company needs to know how to best tell the story of its brand in order to satisfy their customers. The main purpose of this thesis is to investigate the role of branding in customer satisfaction. The objective of the present paper is to study the process of branding, how a brand can influence customers’ perception and gain customers’ satisfaction, and to find out about the relationship between customer satisfaction and brand loyalty. The methods used to conduct a comprehensive research mainly consist of secondary data that derives from related literature and online sources. Moreover, one part of the research will contain primary data which will be obtained through an online survey. To sum up, the case company, called the Adidas Group, has established a great branding strategy for its range brand Adidas because it communicates the different brand identities very well and promises benefits and experiences that satisfy the customers